High Moon Studio - Jackie Sterna Photo

BRAND GUIDELINES 2021 V1.0

PREPARED BY

JACKIE STERNA

BRAND GUIDELINES

2021 V1.0

WHEN IT COMES TO BRANDING, CONSISTENCY IS KEY. THESE BRAND GUIDELINES OFFER A COMPREHENSIVE SET OF ‘RULES’ TO HELP YOU TRULY BRING YOUR BRAND TO LIFE IN A WAY THAT MAINTAINS BOTH ITS QUALITY AND INTEGRITY.

BY HIGH MOON STUDIO

PAGE 02

JACKIE STERNA

BRAND GUIDELINES

2021 V1.0

Contents

BY HIGH MOON STUDIO

1.0

BRAND STRATEGY

PAGE 04

2.0

CREATIVE DIRECTION

PAGE 15

3.0

LOGO

PAGE 21

4.0

COLOR PALETTE

PAGE 30

5.0

TYPE SUITE

PAGE 33

6.0

APPLICATION

PAGE 41

JACKIE STERNA

1.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Brand Strategy 1.1

OVERALL BRAND STORY

PAGE 05

1.2

BEHIND THE BUSINESS

PAGE 06

1.3

BUSINESS TAGLINES

PAGE 07

1.4

IDEAL CUSTOMER AVATAR

PAGE 08

1.5

UNIQUE VALUE PROPOSITION

PAGE 09

1.6

PAIN POINTS & SOLUTIONS

PAGE 10

1.7

BRAND PERSONALITY

PAGE 11

1.8

BRAND FEELING

PAGE 12

1.9

IMPORTANT BRAND KEYWORDS

PAGE 13

1.10

BRAND CHARACTERISTICS

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.1

OVERALL BRAND STORY

BY HIGH MOON STUDIO

2021 V1.0

The Walking CONTRADICTION The Walking CONTRADICTION

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.2

2021 V1.0

BEHIND THE BUSINESS KEY POINTS

Jackie Sterna Photo merges the worlds of provocative art and commercial / branding photography to create controversial art that ‘walks the line’ and pushes boundaries.

•

Pushes boundaries

Jackie is a Tucson-based photographer that is known for her bold, provocative work. You can expect

•

Juxtaposition art

Jackie to bring her edge to a brand shoot, elevating the project to new and unexpected places. She

•

‘Sweet, but naughty’

•

Showing multiple sides of

believes that commercial photography doesn’t have to be boring, and she works to push each and every project to its full creative potential.

people in their images

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.3

2021 V1.0

INTERNATIONALLY PUBLISHED PHOTOGRAPHER MERGING THE WORLDS OF PROVOCATIVE ART AND COMMERCIAL/BRANDING PHOTOGRAPHY SERVING BUSINESS OWNERS READY TO PUSH THEMSELVES AND THEIR BUSINESSES OUT OF THEIR COMFORT ZONES BUSINESS TAGLINES

PUSHES SOCIETAL BOUNDARIES AND EXERCISES INCLUSIVITY

BRING EDGE TO BRAND SHOOTS, ELEVATING THE PROJECT TO NEW AND UNEXPECTED PLACES

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.4

2021 V1.0

IDEAL CUSTOMER AVATAR KEY POINTS

Jackie’s ideal clients have successful businesses with nice budgets and are looking for a visual change in marketing their products or continuing on a streak of good imagery. Her clients are a mix of people from

•

Brands that want more fun adventurous shoots

•

across the world. They’re camping at Yosemite National Park, hanging out by the pool in Palm Springs, they’re staying at a retro Airbnb in Joshua Tree, they’re riding out to Sturgis for Bike Week, they’re attending or working New York Fashion Week, they’re taking the tube in London, they’re living in their

Bonus points if their business

airstream traveling the country with their two dogs, they’re hanging out at their local bar, having chicken

relates to denim, vintage

fry’s and BBQ’s at their homes with their friends and families. They’re basically INTERESTING people who

clothing, motorcycle culture,

have a story to tell.

modern western, 18+, swim, beauty, tattoos, wellness, female entrepreneurs

Example dream clients: High Moon Studio, Wrangler, Playboy, Levis, Brixton, Coors, Stetson, Dickies, Pacsun, Free People, H&M, Calvin Klein, Redwing, Converse, Vans, Harley Davidson, Stance Socks, Elixir Skin, Lack of Color, Support Good Times, Woo More Play, Tiger Spit, Bronx Shoes, Justin Boots, Frys Boots, Roc Boots, Miss Money Panties, Revice Denim, Rollas Denim, Omighty, Etah Love, Old Habits Die Hard, Fender, Carhart, Marshall, etc.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.5

2021 V1.0

UNIQUE VALUE PROPOSITION

For example, when working with modeling agencies, they say Jackie finds something different — She always examines the models book/portfolio and make sure my shoot with them is something that they don’t have — which most photographers can’t do and usually just re-create the looks they see the model had already done well. She also works with ‘regular’ people, and makes them feel SO comfortable in their own skin where they typically feel open enough to share each inch of them (in the nude, psychologically, etc.) for the art being created. Jackie makes her client’s feel like models for a day.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.6

PAIN POINTS & SOLUTIONS

2021 V1.0

Lacking confidence/feeling

Sick of boring, basic

Images that do not show what

Boring photos that aren’t selling

Sexy photos that look

un-sexy/feeling ugly.

personal branding images

they are trying to portray, their

a product or service well.

tacky/cheap.

for entrepreneurs.

personality isn’t coming through.

SOLUTION

SOLUTION

SOLUTION

SOLUTION

SOLUTION

Images that are so powerful

Branding

Images that showcase their

Photos that make your product

Sexy photos that look high end,

when the client that looks

editorial lookbook. These two

personality so people really

stand out and say “Oh my god I

classy, expensive, and tasteful.

at them sees them they see

worlds collide to give exciting,

feel they know them when they

need to have that”. Her photos

themselves in a completely

eye catching images that draw

see themselves. This includes

are a PART of the art.

different light. It is transformative.

their ideal clients to them.

the MULTIPLE parts of their

͢ meets

͢ fashion

Jackie also makes them feel

personality. Not just ‘sit and

super comfortable during

smile’ images.

the shoot.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.7

2021 V1.0

BRAND PERSONALITY KEY POINTS

Jackie’s brand in particular really needs to make people FEEL something. We want her imagery to do a LOT of the talking, building a brand around it that highlights her art.

•

Exciting

•

Unique

•

Provocative

•

Adventurous

•

Dangerous

•

Spontaneous

•

Fun

•

Loyal

•

Classic yet

•

Nostalgic

•

Timeless

•

Addicting

unexpected •

Shocking

BY HIGH MOON STUDIO

Instead of the ‘brand/website wearing the art’ we want the ‘art to be wearing the brand/website’.

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.8

2021 V1.0

BRAND FEELING KEY POINTS

HOW DO THEIR CUSTOMERS LIKE TO FEEL?

•

More than just a photographer

Her client’s want to feel confident in their own skin, whatever it may be, and be excited that what they

•

Confident

•

Trust

create together will level up their business. She wants them to feel that they not only want to hire her to make their brand look cool, but also to be friends that share an immense amount of trust.

She wants them to feel comfortable grabbing a beer with her, going camping with the crew, and bouncing creative business and party ideas off each-other with. She wants them to feel like “yes that’s the one, she gets it and I wanna hire her but damn I also wanna hang out with her”.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.9

2021 V1.0

IMPORTANT BRAND KEYWORDS PROVOCATIVE

NOSTALGIC

ARTISTIC

TIMELESS

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

1.0 BRAND STRATEGY

1.10

2021 V1.0

BRAND CHARACTERISTICS

BY HIGH MOON STUDIO

MASCULINE

FEMININE

NEUTRAL

COLORFUL

MINIMALIST

MAXIMALIST

SERIOUS

FUN

PROFESSIONAL

CASUAL

MODERN

CLASSIC

EDGY

ELEGANT

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JACKIE STERNA

2.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Creative Direction

2.1

CREATIVE RATIONALE

PAGE 16

2.2

MOODBOARD

PAGE 17

2.3

CREATIVE EXECUTION

PAGE 18

2.4

COLOR PALETTE VISION

PAGE 19

2.5

TYPE SUITE VISION

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JACKIE STERNA

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.1

CREATIVE RATIONALE

2021 V1.0

BOLD nostalgia This direction was inspired by your client on a night out — at a smoky bar with a beer in one hand and a pool cue in the other. You can’t decide if you want to hang out with her or you want to be her. The color palette is reminiscent of that bar scene, and has a vintage-inspired touches. We want it to feel modern but nostalgic at the same time.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.2

2021 V1.0

MOODBOARD

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.3

2021 V1.0

CREATIVE EXECUTION

BY HIGH MOON STUDIO

OUTLINED TYPE

POPS OF COLOR

OVERLAPPING ELEMENTS

Blackletter type will be outlined for a

Neutral color palette with pops of primary

Some type will slightly overlap images to

modern spin on a classic font.

color to emphasize important elements.

add a playful, edgy element.

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JACKIE STERNA

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.4

2021 V1.0

COLOR PALETTE VISION

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

2.0 CREATIVE DIRECTION

2.5

2021 V1.0

TYPE SUITE VISION

BY HIGH MOON STUDIO

PAGE 20

JACKIE STERNA

3.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Logo

3.1

PRIMARY LOGO

PAGE 22

3.2

SECONDARY LOGO

PAGE 23

3.3

ALTERNATE LOGO

PAGE 24

3.4

BRAND MARK

PAGE 25

3.5

COLOR & LEGIBILITY

PAGE 26

3.6

CLEAR SPACE

PAGE 27

3.7

LOGO MISUSE

PAGE 28

3.8

FILE FORMATS

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.1

2021 V1.0

PRIMARY LOGO This is the primary logo which should be used in the first instance. The logo must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.2

2021 V1.0

SECONDARY LOGO This is the secondary logo.

The logo must be resized proportionately, never stretched.

It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.3

2021 V1.0

ALTERNATE LOGO This is the alternate logo.

The logo must be resized proportionately, never stretched.

It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

LOGO ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

LOGO ON DARK BACKGROUND

LOGO ON PHOTOGRAPHY

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.4

2021 V1.0

BRAND MARK This is the brand mark. The mark must be resized proportionately, never stretched. It can be used in dark on light backgrounds, or light on dark backgrounds, or in contrasting brand colors.

MARK ON LIGHT BACKGROUND

BY HIGH MOON STUDIO

MARK ON DARK BACKGROUND

MARK ON PHOTOGRAPHY

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.5

2021 V1.0

COLOR & LEGIBILITY This is a quick guide as to what color combinations work well for legibility when it comes to your brand assets, and in this particular case your logo.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.6

2021 V1.0

CLEAR SPACE Clear space is the area surrounding your logos and brand mark that must be kept

50% OF LOGO HEIGHT

free of any text or graphic elements.

By leaving space around the logo, you make sure it stands out on all your communications. The minimum clear space is 50% of the height of the entire

50% OF LOGO HEIGHT

50% OF LOGO HEIGHT

logo/mark.

It is sometimes necessary to increase and decrease the logo depending on the

50% OF LOGO HEIGHT

print area. Always keep in proportion.

Always ensure the text is legible.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.7

2021 V1.0

LOGO MISUSE Any changes to our logo diminish its integrity and the equity of our brand.

The examples shown here are some specific “do nots” for your logo.

BY HIGH MOON STUDIO

DO NOT ADD ELEMENTS OR SHADOWS TO THE LOGO

DO NOT ALTER THE LOGO’S SHAPE IN ANYWAY

DO NOT ROTATE THE LOGO

DO NOT OUTLINE THE LOGO

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JACKIE STERNA

BRAND GUIDELINES

3.0 LOGO

3.8

2021 V1.0

FILE FORMATS Here is a general rule of thumb with regards to file

PURPOSE/ USAGE

FOR PRINT

FOR WEB

formats and which file types you will need for different

AI

purposes.

FILE CHARACTERISTICS

EPS

SVG

SCALABLE + EDITABLE

AI

BY HIGH MOON STUDIO

PDF

PDF

EPS

PNG

JPG

UNIVERSAL

SVG

PDF

TRANSPARENT

PNG

JPG

AI

PDF

EPS

SVG

PNG

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JACKIE STERNA

4.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Color Palette

4.1

BRAND COLORS

PAGE 31

4.2

COLOR TINTS

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JACKIE STERNA

BRAND GUIDELINES

4.0 COLOR PALETTE

4.1

2021 V1.0

BRAND COLORS Your brand is underpinned with a color palette designed to speak to being provocative, nostalgic, artistic and timeless. Different combinations of

BLACK

SACRAMENTO

FIRE BRICK

TUSCAN SUN

STONE

IVORY

WHITE

these colors can dramatically change the tone and appearance of your brand so it is important to consider how they work together. Keeping color consistent is a vital element to your branding to help achieve greater brand recognition.

PRINT Use the optimized CMYK values for print.

WEB Use the RGB values or HEX codes for web.

BY HIGH MOON STUDIO

CMYK

CMYK

CMYK

CMYK

CMYK

CMYK

CMYK

75 | 66 | 65 | 77

81 | 43 | 62 | 28

22 | 84 | 90 | 12

23 | 25 | 86 | 0

7 | 5 | 12 | 0

1|0|1|0

0|0|0|0

RGB

RGB

RGB

RGB

RGB

RGB

RGB

24 | 28 | 28

48 | 96 | 87

178 | 69 | 49

202 | 177 | 72

236 | 233 | 221

252 | 251 | 250

255 | 255 | 255

HEX

HEX

HEX

HEX

HEX

HEX

HEX

#181C1C

#306057

#B24531

#CAB148

#ECE9DD

#FCFBFA

#FFFFFF

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JACKIE STERNA

BRAND GUIDELINES

4.0 COLOR PALETTE

4.2

2021 V1.0

100%

80%

60%

COLOR TINTS

If there is an occasion when you

40%

20%

need to create contrast without adding extra colors, you can use incremental tints. Your tints are to be applied in increments of 20%.

From 80%, 60%, 40% and 20%.

Avoid using any other tints.

BY HIGH MOON STUDIO

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JACKIE STERNA

5.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

TYPE Suite

5.1

TITLE TYPEFACE

PAGE 34

5.2

PRIMARY SUBHEAD TYPEFACE

PAGE 35

5.3

ALTERNATE SUBHEAD TYPEFACE

PAGE 36

5.4

BODY TYPEFACE

PAGE 37

5.5

USE OF TYPOGRAPHY

PAGE 38

5.6

TYPOGRAPHY TERMS

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JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.1

TITLE TYPEFACE Bajern Regular is your title typeface.

Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use Bajern Regular in lowercase for titles and pull quotes.

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2021 V1.0

ABCDEFGHIJKLM NOPQRSTUVWXYZ ABCDEFGHIJKLM NOPQRSTUVWXYZ PAGE 34

JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.2

PRIMARY SUBHEAD TYPEFACE

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Helvetica Bold is your primary subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Helvetica Bold should be written in uppercase letters and can be used in the first instance for subheads, links and CTAs.

BY HIGH MOON STUDIO

2021 V1.0

Aa

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JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.3

ALTERNATE SUBHEAD TYPEFACE Fullerton Next Regular is your alternate subhead typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Fullerton Next Regular should be written in title case and can be used as an alternate for subheads.

BY HIGH MOON STUDIO

2021 V1.0

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Aa PAGE 36

JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.4

BODY TYPEFACE

ÀÁÂÃABCDEFGHIJKL MNOPQRSTUVWXYZ àáâãäåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+ ÆÇÈØ£×ßåæç

Helvetica Regular is your body typeface. Typography is a key element in your brand. It works to maintain consistency, create clarity and provide equity to your brand. It is important to adhere to the typographic hierarchy specified in this document to help achieve brand consistency.

Use Helvetica Regular in sentence case for body copy.

BY HIGH MOON STUDIO

2021 V1.0

Aa

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JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.5

2021 V1.0

No1 PRIMARY SUBHEAD Alternate Subhead USE OF TYPOGRAPHY

Title TYPEFACE PRIMARY SUBHEAD. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod

One of the most important techniques for effectively

tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation

communicating content is the use of typographic

ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in

hierarchy. Typographic hierarchy is a system

voluptate velit esse cillum dolore eu fugiat nulla pariatur.

for organizing type that establishes an order of importance allowing the reader to easily find what

CTA BUTTON

they are looking for. It is important to maintain these type pairings to allow for clarity and consistency.

TITLES & PULL QUOTES

SUBHEADS & CTA BUTTONS

BODY COPY & CAPTIONS

Bajern Regular in lowercase is to

Helvetica Bold in uppercase is to

Helvetica Regular is to be used

be used for titles and pull quotes.

be used for all buttons and CTAs

for body copy and captions, and

in the first instance. Fullerton Next

when a more delicate font is

Regular in title case can be used

required. Use in sentence case.

as an alternative for subheadings.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

5.0 TYPE SUITE

5.6

2021 V1.0

This is sentence case

This Is Title Case

TYPOGRAPHY TERMS

For reference here is an overview of the typography terms you will find most useful when

SENTENCE CASE

TITLE CASE

The first letter of the first word in a sentence is capitalized.

The first letter of each word is capitalized.

styling your brand type suite.

THIS IS SENTENCE CASE

BY HIGH MOON STUDIO

this is lowercase

UPPERCASE

LOWERCASE

Every character is capitalized.

No character is capitalized.

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JACKIE STERNA

BRAND GUIDELINES

2021 V1.0

pushes societal boundaries and exercises inclusivity

BY HIGH MOON STUDIO

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JACKIE STERNA

6.0

BY HIGH MOON STUDIO

BRAND GUIDELINES

2021 V1.0

Application

6.1

WEBSITE ON DESKTOP

PAGE 42

6.2

WEBSITE ON MOBILE

PAGE 43

6.3

SOCIAL MEDIA

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JACKIE STERNA

BRAND GUIDELINES

6.0 APPLICATION

6.1

2021 V1.0

WEBSITE ON DESKTOP

This is an example of how our branding would be best applied on your website to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

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JACKIE STERNA

BRAND GUIDELINES

6.0 APPLICATION

6.2

2021 V1.0

WEBSITE ON MOBILE

This is an example of how our branding would be best applied on mobile to maintain a consistent look-and-feel.

BY HIGH MOON STUDIO

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JACKIE STERNA

6.0 APPLICATION

INSTAGRAM FEED LAYOUT

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BRAND GUIDELINES

2021 V1.0

JACKIE STERNA

BRAND GUIDELINES

6.0 APPLICATION

6.3

BY HIGH MOON STUDIO

2021 V1.0

INSTAGRAM POST CAROUSEL

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JACKIE STERNA

@HIGHMOONSTUDIO HIGHMOON-STUDIO.COM HELLO@HIGHMOON-STUDIO.COM

BRAND GUIDELINES

2021 V1.0